The Effects Of Online Word Of Mouth On The Movie Box Office Revenue

Online word-of-mouth has become an important factor in influencing consumer decision-making in the Internet era.At the same time,as information feedback from consumers,it is also an important basis for companies to formulate product-related strategies.Moreover,for filmmakers and film distributors,they must seek word-of-mouth information and take measures to enhance the likelihood of success and predict failure rates because of the short life cycle of movies and the high risk of new product development.With the continuous development of Internet technology and the advent of the Web 2.0 era,online social media is gradually replacing the status of traditional media information dissemination.The above-mentioned precise information of customer is also the key information for marketers to understand the market’s reaction to products.In recent years,scholars believe that the volume of online word-of-mouth and the valence of online word-of-mouth will significantly affect the sales of products,but the mechanism of online word-of-mouth affecting sales is still controversial.First of all,the conclusions about the volume of online word-of-mouth are relatively consistent,and they all believe that it will have a positive impact on the box office.Secondly,there are many inconsistent conclusions about the valence of online word-of-mouth.Some scholars believe that there is no influence,while some scholars believe that there is a significant impact.And negative comments have a more pronounced impact.Domestic scholars have also found that the domestic box office market is different from foreign countries.Some studies have found U-shaped changes,while others believe that there is a rebellious phenomenon between box office and word-of-mouth.Based on the above,this paper studies a comparison of two domestic and foreign film markets,trying to explore and analyze the impact of online word-of-mouth on movie box office revenue.The research in this paper shows that for the foreign film market,the volume of online word-of-mouth and the valence of online word-of-mouth have a significant positive impact on foreign movie box office.In the domestic film market,this paper finds that there is a significant rebellious phenomenon about high box office low reputation.In order to explore the inconsistency of the conclusions in the study,this paper starts the research two.Draws on the previous research and the theory of customer engagement behavior,divides it into personal engagement behavior(PCEB and interactive engagement behavior(ICEB),and uses the second-hand data in social media to study through multiple regression.The research results show that:(1)The volume of online word-of-mouth has a positive impact on domestic and foreign movie box office.The valence of online word-of-mouth has a positive impact on foreign movie box office,and it has a negative impact on domestic movie box office;(2)PCEB enhancement the negative relationship between online word-of-mouth and domestic movie box office;(3)ICEB weakens the negative relationship between online word-of-mouth and movie box office.This article helps film industry managers understand the impact of online word-of-mouth on the box office of the movie,and facilitates effective guidance and control.